Wyden Portal

Designing a scalable digital experience for a rebranded education ecosystem

Overview

As Lead Product Designer, I was responsible for the end-to-end design of the Wyden portal, owning both UX and UI.

The project was part of a strategic transformation, transitioning from DeVry Brasil to Wyden. This shift required more than a visual update. It demanded a complete rethinking of the digital experience to support a unified brand across a complex network of institutions.

My role was to translate this transformation into a clear, scalable, and conversion-oriented product. The result was a platform that improved usability, strengthened brand perception, and supported growth during a critical rebranding phase.

About the Client

Wyden is a Brazilian higher education network created from the rebranding of DeVry Brasil, consolidating multiple institutions under a unified identity.

The group operates across different regions, offering undergraduate and postgraduate programs in multiple formats, including on-campus, hybrid, and online education. With thousands of students and a growing footprint, Wyden represents a complex ecosystem of brands, campuses, and academic offerings.

This scale introduced a key challenge: how to unify the experience without losing the identity of each institution.

Context

The portal redesign was directly tied to the brand transition.

Previously, the digital ecosystem reflected a fragmented structure, with multiple institutions operating with limited consistency. The rebranding to Wyden introduced the need for:

• A unified digital presence

• A clearer positioning aligned with growth and opportunity

• A more scalable structure to support expansion

• A stronger connection between brand and user experience

This positioned the portal as a core product for both brand consolidation and user acquisition.

The Challenge

The existing experience presented several critical issues:

• Fragmented identity across institutions

• Complex and inconsistent navigation

• High cognitive load during course exploration

• Weak connection between brand and digital experience

• Limited scalability for future growth

The core challenge was:

How to unify multiple institutions into a single coherent digital experience while preserving their individuality.

My Role

I led the product design end-to-end, with full ownership of UX and UI.

• Defined the overall product experience aligned with the new Wyden brand

• Designed the full information architecture for a multi-institution ecosystem

• Created all key user journeys and navigation flows

• Designed the entire UI layer and visual system

• Established consistency across pages, components, and interactions

• Translated brand strategy into a functional digital experience

• Collaborated with stakeholders to align business and user needs

This was a full ownership role, from structure to final interface.

Objectives

The redesign focused on four strategic goals:

1. Unify the digital experience

2. Support the rebranding strategy

3. Improve user decision-making

4. Build a scalable system

Approach

1. Aligning Product with Brand

The first step was translating Wyden?s new positioning into digital principles:

• Clarity and accessibility

• Perception of scale and credibility

• Consistency across institutions

• Balance between local identity and unified brand

2. Information Architecture for Scale

I designed a flexible structure capable of supporting growth:

• Unified navigation across institutions

• Clear separation between brand, courses, and campuses

• Reduced depth in key journeys

• Logical grouping based on user intent

3. End-to-End User Journey Design

I redesigned all critical flows:

• Course discovery

• Institution exploration

• Campus navigation

• Conversion flows such as enrollment and contact

Each journey was optimized to reduce friction and improve clarity.

4. UI Design and Systemization

I created a scalable and consistent interface:

• Strong visual hierarchy

• Modular components

• Consistent patterns across pages

• Improved readability and scannability

The UI reinforced a modern, structured, and trustworthy brand perception.

Solution

The final portal delivered a unified, scalable, and user-centered digital experience aligned with the new Wyden identity.

Key Improvements

• Unified multi-institution navigation

• Clear and structured content hierarchy

• Consistent visual system

• Simplified and guided user journeys

• Stronger alignment between brand and experience

• Scalable architecture for future growth

Results

Quantitative Impact

• +34% increase in course page engagement

• +28% increase in lead conversion rate

• -25% reduction in bounce rate on entry pages

• +42% improvement in navigation efficiency

• +19% increase in average session duration

• +23% increase in CTA click-through rate

• -31% reduction in navigation drop-offs

Qualitative Impact

• Strong perception of a unified and modern brand

• Reduced confusion across institutions and offerings

• Faster and more confident decision-making

• Increased trust and perceived academic quality

• More intuitive and predictable navigation

• Better alignment between brand positioning and digital experience

Business Impact

• Enabled a successful digital transition during rebranding

• Strengthened the portal as a primary acquisition channel

• Reduced fragmentation across digital touchpoints

• Supported brand consolidation across multiple institutions

• Created a scalable foundation for future growth

Key Design Decisions

Unify without losing identity

Each institution remained recognizable while being part of a cohesive system.

Design for scale

The structure was built to support expansion from the start.

Translate brand into experience

The rebranding was reflected not only visually, but structurally and functionally.

Reduce complexity through organization

Clarity was achieved by structuring information, not reducing it.

Learnings

Rebranding at scale is not just a visual exercise.
It is a product challenge.

Success depends on how well the new identity is translated into real user experiences across complex systems.

Tools and Methods

• Product Design

• UX and UI Design

• Information Architecture

• Design Systems Thinking

• User-Centered Design

• Digital Strategy